Showcasing its ability as a community retailer to create meaningful experiences through the power of running, Fleet Feet earlier this month launched its “#ReasonsWeRun” brand campaign, a cross-channel effort highlighting people who decide to start running, and the positive effects it has on their lives.
Developed in partnership with creative agency MMGY Origin, the “#ReasonsWeRun” campaign is Fleet Feet’s largest brand campaign to date with a mix of paid and organic content, a fully integrated media plan and store-specific assets designed to bring the campaign to life locally.
“Fleet Feet believes that running has the power to change lives; at the same time, we know how intimidating it can be to take the first step,” says Ashley Arnold, Director of Brand Marketing for Fleet Feet. “The campaign showcases the true impact running has on our lives through inspiring and relatable stories of our real customers, and the communities they find as a result. We view #ReasonsWeRun as an invitation to share those stories and encourage everyone to keep moving.”
"Fleet Feet has an incredibly strong dedication to its community of runners," adds Danielle Kristmanson, partner and executive creative director at MMGY Origin. "When we landed on the idea of telling stories about the reasons people run, their team pressed us to tap that community directly. The real Fleet Feet customers we met during the process and their true stories that were documented for the campaign were an inspiration to all of us."
Working with media agency Goodway Group on a distribution strategy, “#ReasonsWeRun” launched in March through the Spotify Ad Network. Additional spots and in-depth storytelling will run across CTV, display advertising, online video and Fleet Feet’s social media channels, complementing in-store assets and displays throughout the spring and summer.
The brand campaign comes on the heels of recent acquisitions, including JackRabbit and Marathon Sports. JackRabbit stores have folded into the Fleet Feet brand while Marathon Sports remains a wholly owned subsidiary of Fleet Feet. Fleet Feet supports more than five million customers across 250 locally owned and operated stores.
To view the fufull-lengthReasonsWeRun video, click here.